1. How to Write Effective Marketing Communications
EFFECTIVE WRITING
How to Write Effective
Marketing Communications

2. Readings – 3 Articles
What lessons did you get out of the reading?

3. Readability Appropriate content Sentence structure Active voice
Transitions
Appropriate language
Frame (purpose and direction)
Clear communication

4. CORRECTNESS Grammar and punctuation Format, appearance Coherence
- sentences should be smooth and coherent with grammatical and logical construction
- paragraphs should develop a logical progression of ideas

5. APPROPRIATENESS Downward communication a) diplomacy
b) clarification of desires
c) motivational aspects
Upward communication
a) tact
b) supporting detail
c) opinion
d) attitude

6. Know and Write for Your Audience
How familiar is reader with the problem?
What expertise does the reader have in this area?
What are the reader’s preconceived notions about the topic?
What does the reader need to know in order to make a decision?

7. Practical Writing Advice
Headings are golden – don’t waste them
Visuals sell your message
Short is best
Talk FACTS, not OPINIONS
Use active voice
Be direct, say what you mean
Highlight – bold, italics, bullets
Use white space
Be meticulous on spelling, punctuation

8. The Active Voice – Action Verbs
A new campaign was chosen by the brand manager.
Sales were affected by the change in advertising.

9. Simply – Shorter is Better
At this point in time
Due to the fact
For the purpose of
Reached an agreement
Take into consideration

10. Kwichyer yapping and just do it!
“I might add…”
“It should be pointed out…”
“It is suggested that…”
“It is interesting to note…”

11. When to Use Memos Confirm a conversation or agreement
Persuade others to take action
Describe procedures
Announce policies
Request information

12. Organization of Memo Use the Direct order – main idea first
“Frame the message”
What is the purpose?
Why are you sending it to them?
What are you going to tell them?
What do you expect them to do with the information?
Break main idea into 3-5 major points
Persuade with evidence
Conclude with a CALL TO ACTION

13. Consider How It Looks Format Layout Font size/style
Number/bullet usage